등산객의 친환경 행동에 따른 세분시장 특성 (Characteristics of Hiking Segment Market via the Concept of Pro-environmental Behavior)

서지정보

· 발행기관 : 한국호텔리조트학회
· 수록지 정보 : 호텔리조트연구 / 19권 / 6호 / 383 ~ 401페이지
· 저자명 : 이정규

초록

The purpose of this study was to induce pro-environmental behavior from hikers in South Korea. To achieve it, this paper analyzed (1) the hiking segment market via pro-environmental behavior, (2) characteristics of each hiking segment, and (3) pro-environmental behavioral attitudes according to these segments. As a result of factor analysis of pro-environmental behavior, three-dimensional factors (i.e., protecting the natural environment, protecting wild animals, and following designated trails) were found. Next, cluster analysis was conducted by utilizing these three factors of pro-environmental and revealed two clustered groups, which are ''pro-environment leaders'' and ''non-pro-environment seekers.'' Lastly, by comparing pro-environmental behavioral attitudes between these two groups, it is found that ''pro-environment leader'' value more on pro-environmental knowledge, pro-environmental attitude, and pro-environmental garbage disposal.

영어초록

The purpose of this study was to induce pro-environmental behavior from hikers in South Korea. To achieve it, this paper analyzed (1) the hiking segment market via pro-environmental behavior, (2) characteristics of each hiking segment, and (3) pro-environmental behavioral attitudes according to these segments. As a result of factor analysis of pro-environmental behavior, three-dimensional factors (i.e., protecting the natural environment, protecting wild animals, and following designated trails) were found. Next, cluster analysis was conducted by utilizing these three factors of pro-environmental and revealed two clustered groups, which are ''pro-environment leaders'' and ''non-pro-environment seekers.'' Lastly, by comparing pro-environmental behavioral attitudes between these two groups, it is found that ''pro-environment leader'' value more on pro-environmental knowledge, pro-environmental attitude, and pro-environmental garbage disposal.

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